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Marketing independent sustainable brands

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Marketing independent sustainable brands

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QUOTE “But where can one make conscientious fashion purchases if even [role] models such as H&M cannot be trusted anymore? The only tangible answer are independent brands, that are built upon a supply chain that is accessible for an average consumer since it can be traced back within a few steps and is openly communicated. Problem is that they are not much noticed on the marketplace yet.” “There is a reason why luxury brands can be so expansive. It is not only the quality but mainly the symbolic meaning behind it.” AIM My aim is to investigate how marketing of independent brands needs to be laid out to increase brand awareness, because they do not get the attention they deserve. Hence, I want to research into postmodern marketing because I hypothesize that it is the better method compared to traditional marketing to market independent sustainable brands nowadays if the goal is customer loyalty, an increase of brand awareness and customer acquisition. In the second part, I want to research into an independent sustainable business called Bridge&Tunnel (B&T) to first see how they are currently performing their marketing and second what and how it can be improved in order to reach out to new customers. If my hypothesis is right my product will be a postmodern marketing strategy for B&T with the goal to increase awareness on the label and the topic sustainability to hopefully in the long run boost sales. RESEARCH QUESTION How can an independent sustainable fashion brand formulate their marketing strategy to attract new customers? SUB QUESTIONS 1. What is slow fashion, who are the consumers and independent brands and how are they inter-connected? 2. What is green marketing and what do independent brands need to know? 3. How to market green fashion in postmodernism with low budget? 4. Who is B&T and which values come across in their marketing? 5. Who are B&T’s competitor and customers and how do they perceive the brand?

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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